Dial launched a targeted influencer campaign to amplify brand visibility and drive authentic engagement across TikTok and Instagram. The initiative identified seven top performing micro-influencers (2,000–20,000 followers) with strong organic impressions and high engagement rates to create storytelling and driven video content highlighting Dial’s body wash and hand soap products. With an emphasis on diverse, U.S. based creators, the campaign prioritized authenticity, retail visibility, and full compliance with FTC guidelines and industry best practices to ensure credibility and impact.
Nativa partnered with Henkel to execute a structured, compliance forward influencer activation for Dial, ensuring strategic creator selection, brand alignment, and measurable performance across Instagram Reels and TikTok. The program emphasized rigorous vetting standards, clear creative guidelines, exclusivity protections, and transparent reporting to maximize both brand integrity and campaign impact.
Key Tactics
– Collaborated with Henkel to receive an approved content brief outlining claims, messaging, and post requirements prior to initiating the creator search.
– Developed and presented a curated 2025 Content Creator deck featuring vetted influencer personas, audience insights, and performance metrics for brand review and approval.
– Screened all recommended creators to meet strict qualification benchmarks, including 1,700+ average organic impressions, 120+ average organic engagements, a 4%+ engagement rate, primarily U.S. based audiences, positive follower growth, and strong comment quality.
– Activated seven selected creators to produce two branded posts each (14 total assets), ensuring proper product usage, brand tagging, and campaign hashtag integration.
– Maintained full brand oversight, incorporating Henkel feedback while ensuring compliance with all content and disclosure requirements.
– Secured three month category exclusivity and required content to remain live for a minimum of 12 months, with high resolution assets delivered for reposting and six month paid media rights.
– Provided comprehensive performance reporting, including engagement rate, unique reach, impressions, clicks, video views, and creator compensation transparency, integrated into the 2025 U.S. and Global dashboard for year-over-year comparison.
– Coordinated product sampling (approximately 30 units) and facilitated access to Henkel internal resources for creator support and product related inquiries.
This campaign generated more than 14.6 million total views, with all creator assets strategically boosted to maximize reach and performance across platforms. The incorporation of Hispanic and African American micro-influencers strengthened cultural relevance while maintaining rigorous compliance and brand oversight. The structured creator vetting process, defined performance benchmarks, and integrated reporting framework established a scalable influencer model for 2025. With measurable reach, paid amplification support, and diverse creator representation, Dial is now positioned to refine investment strategies and drive sustained brand visibility across key social channels.
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
3428 N. 15th Ave
Phoenix, AZ 85015
